Lake Forest Sizzler a new revival for the brand?

April 19, 2012

Updated Aug. 21, 2013 1:17 p.m.

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"I love the red, white and blue and the American flag. What could be more El Toro then a set of cowboy boots. Our heritage is a cattle ranch. The American flag is needed in the street, it brings forth life and color.” Mayor pro tem Scott Voigts said during the appeal. PHOTO COURTESY OF THE CITY OF LAKE FOREST, RTEPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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Everything in the structure is new, including electrical and gas hookups. The restaurant's facade has been redone and will feature LED lighting in blue, red and green. Americana-themed lifestyle murals are visible in the dining area, on entry walls and in the waiting area. As guests enter the restaurant, they will be greeted by chefs grilling on an outdoor mesquite grill. PHOTO COURTESY OF GARY MYERS, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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The new generation Sizzler will feature fine dining and better service, Sally Myers said. The menu includes hand-tossed salads, sweet potato fries, fire-roasted green chili cheeseburgers, mesquite barbecue tri-tip steak and fresh fish. “This is a Sizzler like you've never seen before,” Myers said. “This is not your grandfather's or father's Sizzler. It's the Sizzler for the future.” PHOTO COURTESY OF GARY MYERS, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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The barbecue area will stimulate guests sense of smell as they walk into the Lake Forest restaurant. The restaurant will be used to show future investors what the new face of the 53-year-old brand looks like. PHOTO COURTESY OF THE CITY OF LAKE FOREST, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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The barbecue will have a wall around it to prevent any safety risks. Planning Commissioners were concerned about safety and smoke from the outdoor grill. PHOTO COURTESY OF THE CITY OF LAKE FOREST, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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Sally and Gary Myers spent nearly $3 million to change the old Sizzler on El Toro into a New Generation Sizzler. They gutted the old building and expanded it from 5,500 square feet to 7,200 square feet. PHOTO JEFF ANTENORE, FOR THE REGISTER, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

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Sizzler owners Gary and Sally Myers say the Americana murals are part of the brand's re-imaging. Planning Commissioners said the mural did not align with the city's signage laws. Council members voted 3-2 saying they did. PHOTO COURTESY CITY OF LAKE FOREST, REPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

"I love the red, white and blue and the American flag. What could be more El Toro then a set of cowboy boots. Our heritage is a cattle ranch. The American flag is needed in the street, it brings forth life and color.” Mayor pro tem Scott Voigts said during the appeal.PHOTO COURTESY OF THE CITY OF LAKE FOREST, RTEPORTED BY ERIKA I. RITCHIE, THE ORANGE COUNTY REGISTER

LAKE FOREST – A prototype for what will be the new face of the Sizzler restaurant chain across the nation, complete with outdoor barbecues and Americana-themed murals could re-energize the 53-year-old brand.

With Sizzler's new national headquarters in Mission Viejo, Gary and Sally Myers, owners of the New Generation Sizzler that opened in September on El Toro Road, say their nearby restaurant will be used as a show piece for investors and will revive franchise interest in the 170-unit company.

The couple, which owns one of the largest Sizzler franchises, persuaded the Lake Forest City Council that their $3 million remodel during a down-economy and their use of outdoor barbecues and American murals are keys to making the restaurant the state-of-art image for Sizzler.

"This is the prototype across the U.S., the first one with all the elements," said Sally Myers, at this week's City Council meeting. "We wanted to put the first one with all the elements in Lake Forest. This is now an international destination for business people and investors. We need to get the barbecues and the mural passed."

On Tuesday, the City Council in a 3-2 decision supported the couple's display of American mural signage and outdoor barbecue use. The items were voted on separately. Council members Peter Herzog and Mark Tettemer voted 'no.' With the vote, the council overturned the Planning Commission's 2011 decision.

The commission found that the mural signage violated the city's signage ordinance because it was not compatible with what is otherwise allowed in the city or along the El Toro Redevelopment District. Commissioners said the vinyl murals were incompatible with existing building materials. The commission also found that the barbecues which were initially constructed without city approval could pose safety and smoke issues. They all found them not consistent with the general plan.

Council members Scott Voigts and Marcia Rudolph formally appealed the commission's review to the council in support of the Myers. Both liked the murals signage and the outdoor barbecues and said the items matched the Craftsman-style theme of El Toro.

Voigts praised the Myers' efforts despite the struggling economy and admired their ability to "think outside the box."

"The better they do the better the city will do," he said. "We need to be more accommodating in these trying times. I love the red, white and blue and the American flag. What could be more El Toro then a set of cowboy boots. Our heritage is a cattle ranch. The American flag is needed in the street, it brings forth life and color."

Tettemer, who was a Planning Commissioner, called it "very troubling" to mix the economy into the discussion on what is permitted in the city.

He complimented the Myers for their "wonderful investment" but felt the commission had decided correctly.

"I agree with the Planning Commission to establish standards," he said. "In this case signage is excessive. If we make large adjustments others will be behind them and say 'I want that too.'"

Herzog said other companies have wanted "branding" too but have been disallowed per the city's guidelines. He pointed to The nearby Home Depot on El Toro which didn't get to use their corporate design.

"This does not fit into the concept of what the El Toro project was purported to be," he said. "This is not fair to other businesses that have come in with the guidelines."

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